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Place Branding for Ecotourism in Northern Territories of Tyumen Region

M.L. Belonozhko, S.S. Siteva, O.M. Barbakov

Abstract


Positioning is the first territory-strategic solution based on the results of the SWOT-analysis, research target markets and the use of other tools processing of marketing information on the state of the market environment and environmental factors affecting the development prospects of the territory. The purpose of positioning is selecting the most profitable target segments of tourist market and identify areas of development from existing to the desired touristic products and competitive positions as inside this territory and abroad. The formation of an attractive image of the territory should be carried out simultaneously with the complex transformation of the territory. With governments at every level of authority facing a more competitive and complex global context, the relative strength of a place’s ‘brand’ has never been more important to its success. The findings of the conducted research allowed forming the main recommendations for the organization of the processes of regional branding, reputation and promote the formation of the territory.

Keywords


regional image, place branding, reputation of the territory, northern areas, territorial identity

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